People have long been warned not to believe everything they see on the internet, but that’s not stopping people in the UK from trusting reviews on YouTube above all other media.
According to the BuzzMyVideos Online Video Barometer, a survey conducted independently by OnePoll, almost half of UK respondents between the ages of 16 and 45 put their faith in YouTubers, while the second largest portion, 23%, believe most in what magazines have to say. TV got just 14% of the consumer vote of confidence, while radio got a mere 2%.
Like in the US, people in the UK turn to YouTube for lots of “how-to” advice. BuzzMyVideos found that 52% of the people they surveyed use digital video to figure out how to complete a task. The assumption is that YouTube will not lead them astray.
This extends to commercial products. Ninety-three percent of survey respondents said they felt good about products or services showcased in YouTube videos, with a 89% actually saying they’d more likely purchase something given a good web video review.
Okay, so maybe YouTube isn’t the only web video destination for these trusting souls — though 87% of them still name it as their primarily viewing platform. However, 45% said they’d just as happily search Facebook for their video fix.
This corresponds to more time spent watching online video amongst the survey respondents in general. UK viewers now watch six hours of digital video a week on average, compared to the five hours of digital viewing a week reported by the IAB in the UK in the first half of 2014. Almost a quarter (22%) now watch between six and 10 hours of video online each week.
OnePoll surveyed 500 UK consumers aged 16 to 45 for the BuzzMyVideos Online Video Barometer in April 2015. BuzzMyVideos is a YouTube network based in London.